Industry Exposed | Sign it Signs Queenstown

This month Sign it Signs Queenstown was on our radar as we caught wind of the news Miller Signs had been taken on by Reece, the owner of Sign it Queenstown.  We caught up with Reece to hear about  what’s next on the cards for Sign It Signs , what motivated the move to take on Dunedin and had a quick chat on his thoughts on Covid-19.

Introduce yourself:  

Reece McChlery , owner of Sign it Signs, Queenstown.

Tell us how you got into the sign industry?

I grew up in small country town in NZ, then headed for Aussie to chase the money working in the gold mines – which was wild, but I managed to put half of my earnings into saving and blow the rest, mostly at the pub…. But, whatever I was doing, I was always had the dream of having my own successful business – I was a bit of a dreamer, always thinking about how I was wanted to be working for myself, a calling per say. I knew it would be hard work, but the rewards of working hard would be worth it.  So I came back to NZ and purchased Sign it Signs.

So you purchased sign it signs in 2003, were you in the sign industry before this?

Yes I did, a total rip off! But no, I wasn’t in the sign industry. That’s the thing, you can make anything successful if you work harder than everyone else, I’m just lucky I’m happy doing what I’m doing – Not that I am hands on anymore! I’m more of the ideas man now, more of a business developer; I get joy out of advising others who are chasing their own business dreams. I see the opportunities.

What is the best thing about your job?

I could say the best thing about the job is that I have a great team of people, and all of that, because I really do, but it’s the fulfillment, I love the signage industry, I like what I’m doing, I like to push design and I have a drive to be even better. I refer back to the old saying of “you’ll never work a day in your life if you enjoy what you are doing.” I’m just happy to say I’ve done it; I’ve done what I set out to achieve.

We have recently heard that you have purchased Miller Creative after it was forced to close down in March? Tell us what made you come to this decision and your plans to take on Dunedin.

Dunedin has a big future, and I saw it as a massive opportunity to be involved with such an iconic business, it’s been around for over 100 years! I enjoy pushing the design aspect, so I plan on injecting some of that into Millers. It’s not only a future proofing decision, but it was the direction Sign it Signs was heading, an advancement of Sign It Signs. But it’s pretty exciting to reopen the doors of an award winning sign shop and restore some of the jobs that were about to be lost. Millers have a reputation for producing top quality work, so I’m excited to be involved with the talented team doing this, and backing the future of Dunedin.

What motivates you?

World domination! haha

On the cards for Sign it Signs Queenstown?

Soon, we are hitting 20 years, so we doing a 20year rebrand and refresh, it’s going to be awesome!

If you weren’t in the sign industry, what would you be doing?  

Something in Interior design work or a tyre shop- Tyres are awesome!

What is the most clever or funniest use of advertising you’ve seen?

I’m attracted to statements – for example at Sign it Signs Queenstown we have used “the coolest sign shop” as our tagline.  Think of “Everybody loves Raymond” Saying what it is – It’s a confident statement. “Everybody gets a bargain”, you assume you are actually in fact getting a bargain, because they’ve made such a big statement, you believe it.

But my favourite piece of advertising is the very first Speights ad, “she doesn’t drink Speights,” it’s great – Just a classic.

What big problem do you think technology will solve next?

Driverless cars. And with this, advertising will change, with more visual marketing and virtual advertising.

What are your thoughts on Covid-19? How are you dealing with it?

Corona isn’t a problem, it’s a challenge. We need to take the opportunities that are presented from Corona, and focus on you and what’s directly around you, it’s too much to worry about what the world is facing, as let’s face it, Corona has economically screwed us.

I like to think of it like a new kind of war, like all wars, first it destroys us, but then from it, it advances the human race, and let’s face it, we are a bunch of whinging, whining people anyway so hopefully we can advance from that! haha

What is the best event you’ve attended?

Cold Chisel In Mt Mounganui with my daughter, that was cool.  Or Guns and Roses at Western Springs.

Any final words of wisdom?

No words as such, but read “Who Moved My Cheese by Dr Spencer Johnston, or watch the quick summary on YouTube – That’s how I’ll survive the next depression. – The quick version is a bit annoying and crappy but the message is very awesome!

Thanks Reece!